Dove: Thought Before Action

Real beauty.

Published on Mar 05, 2013

Editor's Pick

Dove encourages "True Beauty" with a digital activation that duped retouchers and photographers into downloading a "Beautify Action" that, instead of making their pictures glow, made them return to normal again. The stunt, by Ogilvy Toronto, added copy onto the photo that told Photoshoppers to embrace beauty the way it was. It's a tad overreaching -- some retouching is par for the course, and isn't always used to make subjects thinner -- but the idea is a good one.

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Mar 05, 2013
Ogilvy Toronto
Creative Director:
Matt Hassell
Creative Director:
Ian MacKellar
Art Director:
Stefan D'Aversa
Noah Feferman

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